Продвижение розничных банковских услуг (на примере ОАО «Белагропромбанк»)

Abstract

The subject of the research is a promotion policy for banking services. The object of the research is the retail service promotion policy of Belagroprombank, an Open Joint-Stock Company. The aim of the paper is to broaden the theoretical knowledge of service promotion and find a practical application for this knowledge, a stage which involves developing recommendations for improving Belagroprombank's promotion policy for its retail services. While working on it, we made use of a number of methods, such as the expert assessment method, the comparative analysis method and other general scientific research methods. The practical value of the proposals developed is confirmed by a certificate of introduction at the level of the Minsk Regional Administration, the branch of Belagroprombank OJSC, and a certificate of the utility of research findings at the level of the Central Office of Belagroprombank OJSC.